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Most advertisers plan their yearly ad spend the same simple way: take the total budget, divide by twelve, and spend that same amount every month. It’s an understandable…

The standard two-tier funnel uses the same objective for both prospecting and retargeting — usually Sales, sometimes Leads, but one mechanism running through the whole funnel. There’s a…

Two numbers most advertisers never think to check together can tell you almost exactly what’s going wrong with a struggling campaign: cumulative frequency, and the relationship between your…

When a lead generation campaign isn’t converting into sales, the instinct is almost always to blame the ad — wrong audience, wrong creative, wrong offer. Sometimes that’s true….

“How do I know if my campaign is actually performing?” is one of the most common questions I get, and the honest answer surprises people: it’s not about…

I’m not a big fan of Meta’s built-in A/B split testing, and it comes down to one specific problem: it finds you a real winner, and then makes…

“What’s your contingency plan for account restrictions?” is a question worth an honest answer, even though the honest answer isn’t a satisfying one: there isn’t a contingency plan….

A pattern I see constantly: someone wants to test new ad creative, so they build an entirely new campaign to run it in. That’s usually the wrong move,…

Rebranding and switching domains is stressful enough without wondering whether you’re about to lose months or years of pixel data in the process. The good news: you’re not…

Two questions that come up together a lot for anyone just getting started: can I reuse a video I already posted to run ads, and why does boosting…

“What’s a good cost per result?” is one of the most common questions I get, and it’s also one where the honest answer disappoints people: there isn’t a…

A lot of advertisers blame Meta when results don’t come — not enough sales, not enough messages, not the response they expected. Before assuming the platform or the…